One Asia

ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.

2021 ONE Asia - Branded Entertainment

A Scripted Life

Agency GREYnJ UNITED / Bangkok

Client Pantene

Category

Talents & Influencer

Annual ID

OSA21_BE006B

Description

‘A Scripted Life’ is a documentary that blends cinematic styles with an inspirational, real narrative. Ning is an actress who played the role of a cancer patient in a popular drama series, and was later diagnosed with a brain tumour in real life. This documentary followed her days leading up to her surgery, without knowing the possible outcome. To introduce her background story, a stand-in actress was used to re-enact scenes of her diagnosis and her emotional journey. The artistic take on it blurs the line between fiction and reality. Holding viewers’ attention up to the end. Mental health issues such as depression and anxiety are on the rise among Thai millennial women. Many brands give empowering messages, i.e. feel strong, believe you can… and it’s all beginning to sound like empty brand talk with no real relevance to the increasing struggles they face everyday. Pantene wants to show support with a message based on understanding, empathy and authenticity. A lot of women get a new hairstyle when they want to feel different or when faced with challenging times. People often get a new style after a bad break-up, to prepare for a new job, after a new move etc. A simple change in hairstyle is the easiest way to get that ‘restart’ feeling. It’s the first small step towards self care. Instead of the usual ‘empowering’ talk, we remind them sometimes the smallest of change in hair can give a fresh feeling, even for the slightest moment. The story proved to be inspiring and resonated extremely well with the target audience. Many shared tips on small things people can do daily to feel better. Leading to a wave of support and encouraging messages on social media. Others shared their personal life struggles and noted that the piece of content is a reminder to take better care of themselves everyday, starting with the smallest change outside.

2021 Awards

Total Points: 6

Bronze Award

Credits

Agency

GREYNJ United / Bangkok

Art Director

Jesse Wong

Chief Creative Officer

Jureeporn Thaidumrong

Creative Director

Asawin Phanichwatana
Jesse Wong

Account Director

Jessica Kositthanakorn

Associate Creative Director

Sara Badr

Chairman

Thor Santisiri

Chief Executive Officer

Kanaporn Hutcheson

Chief Operation Officer

Thipayachand Hasdin

Deputy Chief Creative Officer

Asawin Phanichwatana

Film Producer

Pacharin Surawatanapongs

General Manager

Kanokkorn Seehapan

Global Business Director

Brenda Chung

Project Management Director

Kanoksak Kanchanachutha

Regional Account Director

Pritika Gupta

Senior Account Executive

Kelvin Jameson
Nattawut Methithawat
Pruetthaphol Riennimitr

Senior Regional Producer

Aida Ghazali

Senior Traffic Coordinator

Juthamas Tantated

Strategic Planning Manager

Smith Lumdubchan

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